Viewpoints on convergence: An investigation of the impact of cognitive and attitude convergence in short financial films

Abstract

As short films continue to gain popularity, more and more traditional financial media outlets are embracing them in an effort to revolutionize how financial news is communicated across a variety of platforms, formats, and topic axes. This paper investigates the uses and gratifications approach effects of financial short films on users’ cognitive and attitudinal integration. The paper focuses on frequent viewers of financial short videos and utilizes personal interview as a research method to examine how viewers are satisfied with financial short videos in terms of learning requirements, social connection, and other needs. By comparing the different roles played by mainstream financial media and financial self-media in the user use process, revealing that these two types of media play the roles of “disseminator” and “guide” in the process of creating audiences’ cognition and influencing their attitudes and actions, respectively. They both work together to create users’ viewpoints and have a synergistic influence on how users’ attitudes and beliefs evolve.